Lotte Department Store Opens Pop-up Store for Shooting Game 'Brawl Stars'

[Asia Economy Reporter Cha Min-young] Lotte Department Store announced on the 22nd that it will hold a pop-up store selling limited edition products of the global shooting game ‘Brawl Stars’ at four stores nationwide from the 24th of this month to the 30th of next month to celebrate the summer vacation.

The pop-up store will tour four locations: Lotte Department Store Jamsil Branch, Incheon Terminal Branch, Suwon Branch, and Busan Main Branch. The live commerce ‘Lotte Department Store Mall 100live’ will also be held twice on the 27th of this month and the 21st of next month.

This pop-up store is held in collaboration with Line Friends, the global official licensing partner for the intellectual property (IP) of Brawl Stars, in partnership with the global mobile game company Supercell. When it was first held at Lotte World Mall last December, it attracted 10,000 visitors over three weekdays.

The event features unique photo zones and the release of limited edition items, with an upgraded lineup. It is expected to be a unique experience space for customers looking for something to enjoy with family or friends during the vacation. Popular characters such as Leon and Spike backpacks and dolls, as well as a wider variety of products including character clothing, stationery, and card wallets featuring Sandy, Max, Mr.P, and others, will be showcased.

As part of the event, customers who capture or photograph the pre-advertisement posted on the Lotte Department Store website and Instagram with their phones and visit the store will receive a limited edition Brawl Stars character fan, given to the first 500 visitors per store. Additionally, customers who purchase over 70,000 won at all department store locations including the main branch and Jamsil branch will receive a limited quantity of Brawl Stars limited edition beach balls.

Hyun Jong-hyuk, Executive Director of Customer Experience Division at Lotte Department Store, said, “This pop-up store is a great opportunity to meet Brawl Stars, which was only experienced as a mobile game, offline,” adding, “It has been reborn as a play space that can provide interest and fun beyond the game, and we expect it to offer customers a unique and enjoyable experience.”

Meanwhile, the Brawl Stars mobile game was first released in 2018 and became a 3v3 shooting game downloaded by 100 million people worldwide within six months. It is estimated that there are more than 4 million mobile users in Korea.

This content was produced with the assistance of AI translation services.